The 2015 “This girl can” campaign for Sport England, by FCB Inferno, revolutionised sports marketing for women. By showing women “sweating like a pig, feeling like a fox”, the activity tackled the participation gap between men and women in sport. It is estimated that 2.8 million woman who saw the campaign have taken part in sport as a result.
Now, backed by an £8m budget, Sport England has widened its scope to tackle the “pinch points” that prevent women from getting active. With the success of the first campaign still fresh in people’s minds, avoiding the “difficult second album” was key for Sport England’s marketing team. As Kate Dale, campaign manager for “This girl can” at the organisation, explains: “I would be lying if I said we weren’t nervous. We were aware of the challenge. However, the advantage we had this time was the community.”
Read more at campaignlive.co.uk